Thunder Bay Public Library

The Thunder Bay Public Library faced a challenge – the traditional perception of libraries had not kept pace with their evolution. While each branch had transformed into a dynamic space, offering a diverse range of services beyond books, the public’s perception lagged behind.

The Thunder Bay Public Library partnered with Generator to revitalize its brand and launch an awareness campaign that would align public perception.

Recognizing that the term ‘library’ was deeply ingrained, Generator sought to expand upon the concept rather than replace it. Inspired by the emerging trend of ‘community hubs’ in larger markets, the Thunder Bay Public Library embraced this model to underscore their extended services.

Each branch was rebranded as a ‘community hub,’ signifying their commitment to providing spaces for networking, learning, creative expression, and access to technology and resources. Complementing this approach, the tagline “Beyond Words” was carefully crafted to communicate the library’s expanded offerings.

Generator went further by updating the Thunder Bay Public Library’s brand platform and visual identity to align with this new strategy. Anchored by the belief that everyone has the right to access the resources and services they need to learn, express themselves creatively, and reach their full potential, the brand was designed to reflect inclusivity. The library was a space that belonged to everyone, and the brand language and visual identity needed to be inviting, and approachable.

The outcome is a brand that strikes a balance between familiarity and innovation, evoking a moment of pause that hints at the transformation within. From extensive market research to brand development, logo and identity design, and comprehensive roll-out, this multi-year endeavor culminated in an aspirational product that the Thunder Bay Public Library can grow into, free from outdated perceptions.

The resulting projects encompass a wide range of media, including print, publication design, signage and wayfinding, social media, digital advertising, email marketing, stationery, poster design, and web design.

This brand evolution has laid a solid foundation for the Thunder Bay Public Library’s continued growth, signaling their commitment to serving the community beyond the written word and inspiring lifelong learning, creativity, and discovery for all.